Use Off-page SEO for Better Website Rankings
When you start an SEO campaign, on-page search engine optimization (SEO) seems relatively straightforward. You need high-quality content, effective keyword research, and a thorough plan you can execute weekly. However, off-page SEO isn't quite as simple as on-page SEO.
An SEO agency can help you maximize your on-page SEO, perform technical SEO, and execute off-page SEO. This article covers the basics of off-page SEO and social media optimization. Do you think you're up for the challenge?
What Is Off-page SEO?
Off-page SEO refers to anything done outside of your website that can impact your website's search engine rankings. That means everything from link building to social media engagement, including online reviews.
Off-page SEO aims to improve your website's visibility and authority in Google's and your customers’ eyes. A few components of off-page SEO are linking, brand building, influencer marketing, social sharing, and reviews. Don't worry about nailing all of these parts of off-page SEO – we'll tell you which ones will significantly impact your ranking.
Why Is Off-page SEO Important?
Off-page SEO is critical in helping you rank higher on search engine results pages (SERPs). Search engines use signals from websites and other web pages that aren’t yours to understand the quality of your site. They do this to provide searchers with the most relevant results for their query. The more high-quality links, social mentions, and reviews you have, the better your chances of ranking higher in SERPs.
In addition, off-page SEO helps build brand awareness and trustworthiness. The more people see your brand name shared across the internet, the more likely they'll remember it when they need a product or service you offer. If they see that people are talking about you in a positive light, they'll be more likely to trust your brand.
This buzz leads to more website traffic and, ultimately, more customers and conversions for your business. Who wouldn't want that?
What Are Some Off-page SEO Strategies?
Here are a few off-page SEO techniques that work.
1. Link Building
Link building is the essential component of off-page SEO because it's how Google perceives your site. The more high-quality links you have pointing back to your site, the higher your website will rank in SERPs. Of course, not all links are created equal. For example, a link from a high-authority website will carry more weight than a link from a low-authority website.
Focus on building links from websites relevant to yours and that have high domain authority. You can find relevant websites by searching for keywords related to your business on Google. Then, look at the websites that come up in the top results and see if there are opportunities for guest posting.
Note that when you perform on-page SEO well, you will obtain the high-quality backlinks you want. For instance, if you create an ultimate guide that's highly shareable, it could reach a broad audience through social media or other websites providing you backlinks.
2. Brand Building
Here are the parts of brand building: Expertise, authority, and trustworthiness (EAT), link-building, reviews, and mentions on forums. We've covered how link-building is part of brand building. But EAT is all about ensuring your website is viewed as an expert in your industry.
One way to do this is by creating high-quality content backed by data and research, showing Google that you know are knowledgeable and that the information on your site can be trusted. You can also become an authority in your industry by writing guest posts for high-authority websites or speaking at events related to your industry and posting about it.
Reviews help build trustworthiness and social proof. Make sure to actively manage your online reviews and encourage customers to leave them. For example, send follow-up emails after someone makes a purchase or display customer testimonials prominently on your website. Finally, online forums are a great way to address questions and concerns about your brand before they reach a wider audience.
3. Social Media
Social media helps you connect with potential and current customers, build links and increase brand awareness. Every time you create a social media post, include a link to your website so people who see your post can easily click through to your site.
A crucial component of social media is that it is NOT for selling. Instead, it’s a way to help you connect with customers, potentially go viral, and create content that shows how your business solves other people's problems.
Two critical components of social media are social sharing and influencer marketing. Sell on social media only through advertisements and influencer marketing to build brand awareness without tarnishing your reputation. Additionally, you could go viral on an app like TikTok or Instagram without spending thousands of dollars.
As for social sharing, you could do giveaways encouraging people to repost your brand or tag their friends in the comments. Otherwise, give calls-to-action at the end of your descriptions for liking, commenting, and sharing!
Now that you understand the basics of off-page SEO, put these techniques into practice. Start by finding high-quality websites related to your business and offer to write guest posts. Fill your website with high-quality content backed by data and research. Lastly, actively manage your online reviews and encourage customers to leave them.
Social media is a great way to connect with potential and current customers, build links, and increase brand awareness. Contact our SEO agency to strategize and help focus a successful social media campaign for you today!